Service diversification – a multi-method analysis in Mures county hotels
Keywords:service diversification, Romania, hotel industry, Mures County, quantitative research
Service diversification is one of the most important solutions to hotel management because it has a direct influence on the improvement of profitability and competitiveness. Therefore, this study investigated how service diversification is included in hotels in Mureş County (Romania) and analyzed factors typical of diversification through management decisions in the hotels comprised in the study. The results indicate that service diversification varies with the classification category of the hotels analyzed in the study. Factors related to diversification were grouped into three categories, which consisted of relaxation and leisure services, services related to business travel and subsidiary services (auxiliary) to accommodation services that complement existing business travel amenities. The main findings offer valuable insights to both theoreticians and practitioners within the domestic and foreign hotel industry.